EkoNiva Group, Russia’s largest dairy holding, has announced the opening of a branded area at the Globus hypermarket at 2A, Shirokaya Street in Moscow. Here, visitors will be able to explore the wide range of EkoNiva products and take part in various events.

The outlet is situated directly within the checkout area of the Globus hypermarket and operates on a shop-in-shop principle. Here, on an area of 7 sq. m next to the cheese department, customers can see displays and shelves for products, along with a kitchen for gastronomic events and tastings, a television panel showcasing company and product videos, as well as a cheese storage unit featuring the full range of EkoNiva cheeses. The company staff will provide detailed explanations about each product type and the Group's "from field to shelf" operating principle. On Fridays and at weekends, the area will host gastronomic masterclasses and various activities. Event announcements can be found in the EkoNiva Moloko community in VKontakte social network.

As before, EkoNiva products will also be available in the main sales area of the Globus hypermarket. All the purchases will be paid for at the hypermarket's checkout counters.

The Globus retail chain is EkoNiva’s long-standing and reliable partner, and we are pleased to launch this new working format here. This is a fundamentally different approach to selling products. This will allow us not only to provide the widest possible range of EkoNiva products, but also to explain their production process and unique features, and share the company's values. Moreover, it is always essential to receive direct feedback from the audience: this is how trust is built between the consumer and the brand, and how ideas for expanding the product range are born.

Ekaterina Dürr, Brand Director of EkoNiva Group
The shop-in-shop format allows us to go beyond simply placing products on a shelf; it fully immerses the customer in the brand's philosophy and world of quality. For customers, this is an opportunity not just to buy cheese or milk, but to understand their value and see how they can be used in cooking. Our customers can watch the cooking process and also taste the dishes, ask questions to the chef and get inspiration for their own culinary experiments at home.

Tatyana Kropova, Globus Sales Department Manager
Globus is an international hypermarket chain whose stores are located in Germany, the Czech Republic and Russia. In Russia, the chain has 20 hypermarkets offering 60,000 product items, 1,500 of which are under its own label. EkoNiva has been cooperating with Globus since 2018. The chain's stores feature traditional dairy products, hard and semi-hard cheeses, yoghurts, curd desserts, ice cream and the High Focus milk-based drink, all produced under the EkoNiva brand.